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Table of Contents

ACKNOWLEDGMENTS

CONTENTS

INTRODUCTION

Part I: Discovering the Power of Emotion

Chapter 1 THE POWER OF EMOTION: WHAT EMOTIONAL TRIGGERS ARE AND WHY THEY MATTER

Chapter 2 EMOTIONAL-TRIGGER RESEARCH: WINNING USING THE INDIRECT APPROACH

Chapter 3 DIGGING FOR THE TRUTH: WHAT IS ACCURATE MAY NOT BE REAL

Part II: Putting Emotional Triggers to Work----Sales

Part III: Putting Emotional Triggers to Work----Marketing

Part IV: Putting Emotional Triggers to Work----Customer Relationships

Part V: Integrating Emotional Logic

INDEX

ABOUT THE AUTHORS

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Part I: Discovering the Power of Emotion > Chapter 3 DIGGING FOR THE TRUTH: WHA... - Pg. 51

Digging for the Truth 51 Chapter 3 Digging for the Truth What Is Accurate May Not Be Real Learning Hard ning the d W a y The importance of emotional There's a world of dif- ference between facts

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Part I: Discovering the Power of Emotion > Chapter 3 DIGGING FOR THE TRUTH: WHA... - Pg. 51